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| Author: | Rangaswamy, A. Burke, R. R. Oliva, T. A. |
| Title: | Brand equity and the extendibility of brand names |
| Journal: | International Journal of Research in Marketing
1993 : MAR, VOL. 10, p. 61-75 |
| Index terms: | BRAND NAMES MARKETING PRODUCTIVITY |
| Language: | eng |
| Abstract: | The authors hypothesize that consumer utility for a brand consists of three components and that the extendibility of a brand name is limited by how closely the brand name interacts wit the physical product attributes in consumers' utility for the brand in the parent category. The authors develop a model of consumer utility for experimentally testing this hypothesis using several real brand names and their hypothetical extensions. The results support this model and suggest that in order to maximize future extendibility, a brand should try to enhance the value to consumers of characteristics associated with its brand name such as quality, style, durability, and reputation that are not product-specific. |
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